Visual Trends 2017

Visual trends are powerful imageries and trends that shape our year. Visuals have become the language of the 21st Century. Getty images do a creative research each year to understand what people are interested to see and this helps many businesses to promote themselves through imagery which can attract the audience’s attention.

The six Visual Trends which defined 2017 are:



This trend came out from a previous trend as it started with the concept of social media and technology. However, it has developed into a Virtual Reality. Lately, most of the pictures are no more normal landscapes or action portrait but a new 360 imagery. Thanks to GoPros, VRs and other advanced technologies people are able to take pictures instantly in the middle of an activity. For example when doing sports like surfing, riding a bike or having fun on a roller coaster. This allows the viewer to immerse himself in the scene and this also has the power to incite and inspire action.

I find this trend really interesting and fun but I don’t think I will choose this trend to work on.

Lauren Catten states: “[…] digitally speaking, we can now go anywhere without our feet leaving the floor”



This trend is all about colours, the colour has become the star of the image and no more just one component. It’s about breaking the rules by using colour in ways we’ve never used before, either contrasting or complementing different colours. This trend is really appealing to everyone because of the presence of bright and bold colours many have created strong visuals. As we know unusual colour combinations immediately triggers excitement and interest that’s why many companies, stylist and campaigns have used this trend to advertise or promote themselves. For example stylists like Alexander McQueen who usually uses dark, vintage colours for his clothes started embracing bold primary colours.

“In our hyper-kinetic world, audiences are fatigued with the ordinary”.

I am intrigued by this trend and will explore it more in detail, although I know working with colour isn’t my strongest point.



This trend was tracked by Getty since 2004 in various forms since 2004, the most recent one was last years trend “Outsider In”. Which was a trend that was about rebellion and unique visuals which are often considered to be unsual. This trend has evolved into the unfiltered trend but it takes a step further. It has become a new way in commercial photography to document powerful stories. It’s honest direct and real and because our todays’s society is lacking of genuine authenticy with the mass marketing this trend has got people’s attention. 


This trend is about a new way of portraying women in the media not as object and not to be underestimated. Gritty women are tenacious, they are not to be crossed nor overlooked. This trend was identified for the past five years through Female Rising, Genderblend and Messthesthics. The trend strengthens women, gives them a strong position and it describes women as fighters, a feminists, a phenomenons who are more concern about what they can do than how they look and they are unafraid to get their hands dirty. Many brands are using this trend including traditionally feminine industries like beauty, fashion and personal hygene. Singers like Beyonce are being influenced by this trend we can see it in her video Hold Up. Athletic stars like Serena Williams are being used much more for advertising spots and campaigns etc, thanks to this trend. I am really interested in this trend and think I will work on it by reasearching and exploring much more in depth.



Despite the controversy around borders and building walls from a country to another the global information is unstoppable. Today everyone has instantaneous access to document and shares stories and ideas in every part of the world, this increases people cultural curiosity. This trend shows how we are all becoming internationally connected. The circulation of this information around the world is having an effect on society and pushing people to change the way they see themselves. Mark Zuckeberg states: “The more we connect, the better it gets”. He is planning to open up the web to the two-thirds of the world’s population which is not yet online. I personally think this trend is very interesting and exciting as we are able to see different things from other parts of the world and we can be inspired by people from everywhere. If you want to know more about a different culture you don’t necessarily have to fly all the way to the place because someone there is already documenting and sending you the information for free. I will explore and reasearch more about this trend as in few weeks I will travel to Africa and see if I can document any intersting visuals I see over there, which I could then share with my mates over here. Global neighborhood is about embracing this state of flux and our collective cultural identities will be less about where we are and more about what we believe based on our connections.



With all the serious issues that have been going on in the world this trend, New Naivety is about authenticity and real life visuals. Thanks to socials like Instagram, snapchat etc, people have started finding the spontaneus, unfiltered way of showing themselves, very attractive.  It is the result of how the younger generations has been expressing themselves in unpredictable ways via social media. Brands are loving this trend as it’s real and raw and it displays traits we once tried to hide like freckled or chubby and is full of personality, humour and individuality. The trend is about imagery that isn’t on brand and makes people laugh. I really love this type of imagery because it makes social media fun and you can always find that one image that will make you laugh hard.


As soon as we were introduced to the Visual Trends assignments I was interested in the Gritty woman, Colour Surge and Global Neighborhood but I was not sure of which one I wanted to focus on. After a week of listening to my classmates and looking at the trends slightly more in-depth. I thought Gritty Woman was the right trend to work on. To expand my ideas on the subject I created a mind map that would help me portray ideas and visions I had in mind.


QUOTES . . .

  • She’s not to be crossed, overlooked or underestimated. She’s a fighter, a feminist, a phenomenon”  


  • “The future is female and she is fierce”

By collecting the words I included in the mindmap and by reading those two quotes I had a visual idea on how I a “Gritty woman” should look like in my opinion.

My idea of gritty woman wasn’t a sweaty woman with dirty nails but a strong elegant powerful woman.














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Thanks to the mind maps and a bit of research I’ve done I have a better understanding of what I am planning to do. I will do different series of shoot of women elegantly dressed on location and studio. Will make sure that the images will send across the message of women looking strong powerful and gritty. Will try portray this through poses, props, angles, facial expressions etc. I will look at the work of these two photographers Renam Christofoletti and Mikael Jansson. I will try to get as much inspiration as possible not only from photographers but through media etc.



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Mikael Jansson

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He is fashion photographer/director currently living in London and working worldwide. He became known in the mid 90s for creating some work for some of the leading avant-garde publications of the era. His mainly influenced by the legendary Richard Avedon who he worked with in the late eighties. He has worked for publications such as Vogue, Vogue Paris and Vogue Nippon. He regularly contributes to Interview Magazine, shooting celebrity cover features and influential actors, musicians and designers. He has also created memorable campaigns for Calvin Klein, Armani Cosmetics, Hugo Boss, H&M, Salvatore Ferragamo etc. He has published several books, done exhibitions and won many awards.


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Writer Claes Britton said that the threads that tie Jansson’s work together are the women he portrays, paradoxically strong and vulnerable. I really like the photos he took of

Jodie Foster:

I really love these black and white shots of Jodie Foster, the style and the way she poses sends across a message of a powerful and gritty woman and this is how I want my shots to look like. He played with her look, how he posed her and the lighting in the photo to get this final results and that’s what I am going to do. I’ve already taken note of her clothes, hairstyle and makeup will try to recreate these photos in my own way.

Jennifer Lawrence


I absolutely love these two photos of Jennifer Lawrence, one of the ideas I have is inspired by these photos, although I am not planning to have them in black and white. Unlike the first photo, the lighting isn’t as dull, is bright but yet there’s still some grit in the image, probably because of her gaze, the angle of the camera and her outfit. These are all elements I will consider whilst shooting. I liked the way he has positioned the model between the table and the chair in this way nothing looks distractive, it looks smooth and everything is in place.



Just like the other photos I love these ones of Solange. They are less gritty than the other ones but because of how she is posing, her facial expression and her outfit it still makes her look like a “woman in power”. I will try to do a similar shoot in my own way. Another characteristic I like about the pictures is the tone of the pictures, they are not bright and the photographer used cool colours that really work with the background and the pictures look slightly desaturated. I really love this style he has used to shoot these photos as it is similar to my style.


Renam Christofoletti

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Renam Christofoletti is a Brazilian-born fashion photographer. He is recognized internationally and he has worked for high fashion magazines like Vogue, Elle, Gq, Harper’s Bazaar etc. He also does advertising, beauty campaigns and celebrity portraits.


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The three photos above are the ones that got my attention, I’m thinking to do a series of the shoot in studio and location in this style. I like how plain and simple these images are. The elements that stand out to me are the outfits, poses and facial expressions. Additionally, we can see in a picture the model is standing still but in the other ones there is movement and I think I will experiment by trying to add actions to my images.

SHOOT 1 (on location)


Date & Time: 27/10/2017 @ 8:00 – 13:00

Location: Behind prospect street


MAKEUP by me:




Equipment: Reflector, light meter, Quadra Ranger Rx Kit, Camera – Canon 5D Mark III (24-105mm lens), Skyport, Softbox.

Itinerary :

8:00 : meet at mine start with model’s makeup and hairstyle

9:00 : ready to move to the location

9:30 : lighting set up should be done ready to shoot

11:30 : Break and images review

11:50 : Continue with the shoot

12:50 : start packing up

13:00 : end of shoot



this will be my setup, I must have an assistant for this shoot as I will need help with someone holding the light.


this is the kind of lighting I will aim to have in my photos.


Testing the lights . . .

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As soon as I started I noticed how blue my photos were coming out and I corrected the white balance. After changing the white balance I was able to have this as a result:


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I then noticed some parts of the image were over exposed, so I had to turn the light down and change the apreture until I got the light I wanted. I was shooting on between F.2 and F.4, shutter speed 1/125. ISO 100.

The photos below show how much the lighting was changing just by moving the light in different angles or closer to the subject.

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First step was to open my image on Raw Converter, Adjust the white balance, and correct the over exposed parts which are highlited in red.

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Screen Shot 2018-01-17 at 21.18.26.png I did that by decreasing the highlights, whites and exposure, I decreased the blacks and added a bit of shadows. I then added a little bit of contrast. I then used the spot healing tool ( J ) to get rid of any spots on my models face and I used the stamp tool (S) to get rid of any distracting elements in the background. After I duplicated the layer (CMND J) and worked on the top one.

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I then desaturated the top layer and made it black and white (CMND U) and changed the blending option to overlay.

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I decreased the opacity of the top layer to about 86% and created a layer mask and started brushing (using brush B ) the areas which were too dark and were loosing detail.

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At this point I emerged the layers (CMND E). I was not sure whether to leave it in colour or black and white but I then decided to have it in black and white because the red colour in the background was slightly pushing the whole image out of theme.

I was going to leave it like this until Rebecca Swift and my tutor suggested I should adjust the lines and make the picture look straighter. So I simply opened it back on Photoshop duplicated the layer, free transformed the top layer (CMND T), and tilted it untill it looked straight enough. I then used the stamp tool to cover the corner where you could see bits from the layer below.

This is the end result:



This is my first shoot and I think it went well, although we did not exactly follow the same timetable which I planned for the day. We started shooting later than the scheduled time, because makeup and styling took more time than planned, yet we still had plenty of time to shoot. I was panicking a little bit at the beginning as I thought I wouldn’t have had time enough to finish the shoot because we had to be done by 13. Luckily I was able to take many shots in different locations we just had to give up the break I schedule, we only took a short break to review the images and check if I was doing something wrong or if there was something I could have improved. Also I had a little problem with the person who was supposed to assist me as she couldn’t make it on the day, but lucky enough my mum came down to visit that week and she gladly accepted to assist me by holding the lights and supporting me in every way she could. I initially had few problems in styling and posing the model but with time she got comfortable and it was easier to direct her. I picked this image as my final because I think is the image that portrays my view of a gritty woman. I used her gaze, posture and camera angles to rappresent power and grittiness. Initially when I was editing the photo I wanted to leave it in colour but decrease the saturation to about 25-30% to have the colours looking very dull, but the red in the background was really strong and it was killing the mood of the photo and it was pushing it out of theme, so I turned it completely in black and white and I prefered it like that.

Overall, I’m happy with the final result and this shooting has made me much confident  in using the equipment and shooting on location by balancing flashlight with ambient light.




Date & Time: 3/11/2017 @ 8:00 – 13:00

Location: Royal William Yard



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Equipment: Reflector, light meter, Quadra Ranger Rx Kit, Camera – Canon 5D Mark III (24-105mm lens), Skyport, Softbox.

Itinerary :

We planned the model would do the makeup herself.

9 :00 : meeting my assistant and get the equipment

9:30: meet in town and get to Royal William Yard (arranged a taxi that would leave by 9.40)

10:00 : lighting set up should be done ready to shoot

11:45:  images review/short break

12:00 : Continue with the shoot

12:50 : start packing up

13:00 : end of shoot.




Testing lights


When I started the lighting was too bright and it was creating very strong shadows, so I pulled the lights away from the subject and I also moved slightly backwards but it became too dark. To correct it I noticed I had to pull the subject away from the background and also change the aperture. In the first photo I was shooting on F.2.8 and it was too bright so I was letting too much light in and in the second image I was on F.5.6 and it was slightly too dark so I changed it to F.4 in the third image and I got the right exposure.

I also tried repositioning the lights to see if it would give any different feel to the images.






Initially, I did not know which one to have as my final between these two:


I then decided to chose this one:


Because I think the composition and lighting are stronger on this image.


First step was to open my image on Raw Converter, Adjust the white balance, exposure, contrast and decrease blacks and shadows. Screen Shot 2018-01-18 at 21.28.24.pngScreen Shot 2018-01-18 at 21.29.07.pngI then used the spot healing tool (J) to get rid of any spots around her legs and face. I could have used a skin smoothing technique but because there is not much of her face and skin showing I could simply use spot healing tool.

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After I duplicated the layers (CMN J) and changed the blending mode of the top layer to Overlay which added a lot of contrast to the image, to decrease the contrast and add a dinamic tone to the photo I then turned the top layer into black and white.

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I the used levels (CMND L) to make the image less dark and decreade the saturation again to about -42.

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I then used layer mask to brush the areas which were too dark or too bright and blend them with the original image.



Creative CV

In this blog post, I am going to show how I created my creative CV. I used the CV I already have but I was able to correct some mistakes I made in my old CV thanks to the National Career lesson that we had. After that lesson, I’ve seen the mistakes I made and how boring my CV was looking, So I edited it and created a new.


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3.TRIED THIS SCHEME AND I LIKED ITScreen Shot 2017-05-21 at 20.18.02


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Creative CV   Creative CV2

I can say I’m happy with the final result, but I only concentrated on the template rather than updating the information in my CV. I am planning to change that later on, I need to add more work experience and activities that I’ve done within the photography industry rather than my previous normal jobs. I’ve also added borders which I think makes it look better.